Campaign of The Month:
“Making A Country Fall In Love With Foam”
Primary Agency: McCann Erickson
Contributing Agencies: Mindshare
Brand: Nescafé
Client : Nestlé Products
Making a country fall in love with foam through constant product renovation and innovation, NESCAFÉ 3-in-1 has consistently retained its position as market leader in a fiercely competitive market with a multitude of premix coffee brands. 2010 marked the launch of New NESCAFÉ 3in1 with smooth foam.
The objective
Create awareness and increase the product’s trial rate. Using smooth-talking comedian Harith Iskandar as both spokesperson and mnemonic for the product’s unique selling point, the campaign catch phrase ‘Halussss’ (Smooth) caught on with Malaysians, demonstrating clear cut-through. Brand performance improved greatly.